2021年10月26日

How to “Win by Chatting” Rural Revitalization from Leading Enterprise to “Main Chain”

Sun’s daughter bought a lot of the most popular bagged ready to eat chicken during Tmall 618 and said she wanted to lose weight. When Sun looked at the package, he was surprised to find that the product had come from a chicken farm in his hometown of Liaocheng. He was curious: when had they been able to produce such fashionable products?

What Uncle Sun does not understand is that Liaocheng’s agricultural products e-commerce development momentum in recent years is indeed called “a ride to the dust”. In 2020, the online retail sales of Liaocheng reached 12.63 billion yuan, with a year-on-year growth of 14.1%, ranking second in the province. Rural online retail sales reached 6.89 billion yuan, up 37.3% year on year, ranking first in the province.

Recently, Qilu (Liaocheng) Taobao Village Summit Forum was held in Liaocheng, which is also the first provincial Taobao Village Summit Forum in China. More than 230 e-commerce enterprises attended the conference, among which, more than 50 well-known enterprises or brands of Liaocheng, such as Fengxiang Stock, Dong ‘e E-Jiao, Guaibao Pet, and Chashengone, came to the scene for the performance.

At the meeting, the Management Cadre Institute of the Ministry of Agriculture and Rural Affairs and Ali Research Institute jointly issued the “2021 Ali agricultural products e-commerce report”, announcing the top 100 agricultural products e-commerce counties, Shandong alone 20 seats hold the first place in the country, Liaocheng’s Dong ‘a, Yanggu, Xinxian three selected.

Grow into a “chain leader” through a new retail “leader”

Lao Tang and his wife in Liaocheng have been raising chickens full-time for more than 20 years. A few years ago, two people raised up to 3,000 chickens, but now one person can raise 50,000 to 80,000 chickens at a time… Efficiency promotion is behind the “chain master” in promoting.

In June, the Ministry of Agriculture and Rural Affairs issued the Guiding Opinions on Accelerating the Cultivation and Development of the Whole Agricultural Industry Chain (hereinafter referred to as the Opinions), pointing out that it is necessary to “support the leading enterprises of agricultural industrialization as the ‘chain leaders’…”

“Chain leader” usually refers to the dominant market players in the whole industry chain. It is by continuously extending to the upstream and downstream of the whole chicken industry chain that Fengxiang Stock has realized the transformation from a leading enterprise to a “chain leader”.

In the production side, Fengxiang shares began to upgrade the mode of “company + own modern farms” from 2012. With feng xiang cooperation for many years “Lao Tang couple” calculate the account, although the scale of chicken increased dozens of times, but the new farm automation, digital level is high, but the workload is reduced, chicken pest and other risks are also borne by the company, and then decided to join feng xiang to become a chicken industry workers.

Statistics show that the per capita disposable income of urban residents in Yanggu county was 27,757 yuan in 2019. At present, Fengxiang provides more than 10,000 jobs, 87% of which are farmers. The per capita monthly income can reach 4-5000 yuan, far higher than the local average level.

In the sales end, the company found that the sales volume was difficult to break through because the traditional ports such as Shanzao were too single. Therefore, the company began to cooperate with Tmall from 2017 to launch bags and ready-to-eat chicken breast products in accordance with the trend of healthy diet. By the end of March 2021, the cumulative sales volume exceeded 100 million packages. In the just-ended 618 period, its Tmall flagship store sales increased 246.6% year on year.

The digitalization of time-honored brands and new brands

In addition to Fengxiang shares, there are many new and old enterprises in Liaocheng in recent years, actively embracing digital transformation, striving to be the “chain leader”.

With the rapid development of social economy, the “pet economy” is rising quietly. As is known to all, most of pet consumption is in food. Liaocheng Guaibao Pet started from pet food OEM, now also through the digital industry chain, grow into the “chain”.

According to Alibaba statistics, in 2020, the sales volume of “McFudi”, a brand of Guaibao, ranked second in China. In April this year, McFudie is the only brand on the list in the pet industry. Together with 9 well-known brands such as Estee Lauder and L ‘Oreal Paris, McFudie won the “Top Brands of the Year 2021” of the Tmall Gold Makeup Award, realizing a gorgeous turn from scratch to industry benchmark.

“Heard of ejiao bird’s nest, black donkey hot pot…” Since the time-honored Dong ‘e E-Jiao Group has promoted its digital transformation, it has started to break the trend. Digital marketing of new products such as ejiao bird’s nest and black donkey hot pot ingredients drives the sales of traditional products. At the event, E-Jiao Group signed a contract with Hema Xiansheng. The handshake between the time-honored brand and the new retail gave us unlimited imagination space.

It is reported that Dong ‘e implements the layout of the whole industrial chain, and integrates the “new six industries” of traditional E-Jiao with feed, breeding, trading, deep processing, catering and tourism to promote the revitalization of the rural industry. At the end of last year, four cross-border e-commerce platforms, including AliExpress and Lazada, were opened, which were exported to France, Singapore, Malaysia and other places. Through digital transformation, 52 Chinese-made products have sailed to the sea.

Rural revitalization “Liaocheng mode” behind two or three things

The “Chatting Wins a One-Up” displayed at this summit is a public brand in agricultural areas registered by Liaocheng Agriculture and Rural Affairs Bureau in 2015. By the end of last year, Chashengone had empowered 112 agribusinesses, with a total turnover of 10.3 billion yuan in 2020 through offline centers and online platforms such as Alibaba.

The Opinions pointed out that the whole agricultural industry chain is closely related to research and development, production, storage and transportation, sales, brand and other links and the main body… We need to promote digital transformation and upgrading and extend the industrial chain.

Shandong Liaocheng and other local governments have supported local leading enterprises to cultivate the whole industrial chain and expand the value-added space of the industry by virtue of the digital capabilities of Alibaba and other platforms.

In addition, the local also actively cultivate digital talents. At the summit, Alibaba Dongchang District “Customer Service County” and “Taobao Education Liaocheng Digital Economy Talent Training Base” two projects were also signed on the same day, will provide 200 digital jobs for the local, training more than 3,000 e-commerce students, to build a rural revitalization Qilu model of “Liaocheng Model” to provide talent support.

In addition to Liaocheng, many governments in Shandong attach importance to digital transformation. According to the previous Shandong press conference on Taobao Village Summit Forum, there are 598 Taobao villages in Shandong, and 13 counties and districts are on the list of “Top 100 counties of Taobao Village”, ranking fourth in the country after Zhejiang, Guangdong and Jiangsu. Among them, Caoxian County in Shandong ranks second only to Yiwu in Zhejiang.

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